IMM_Case2_GM_Korea - Case#2: Global market entry in term of...

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Case#2: Global market entry in term of its branding strategy RA6997422 Kim, Jung Eun GM Korea’s profile (From Wikipedia) GM Korea Company, former GM Daewoo Auto and Technology Company, is the third largest South-Korean automobile manufacturer, member and part of the General Motors Company. It has five manufacturing facilities in Korea as well as an assembly facility in Vietnam. In addition, GM Korea provides market and brand-specific vehicle kits for assembly at GM facilities in China, Thailand, India, Colombia and Venezuela. GM Korea now produces vehicles and kits for Chevrolet, Opel/Vauxhall, Holden and Suzuki that are offered in more than 150 markets on six continents. On January 20, 2011, General Motors announced that GM Daewoo would be renamed GM Korea Co. "to reflect its heightened status in global operations of GM," effective March 2011. Most of the vehicles will be rechristened as Chevrolets, with plans for GM in South Korea to establish either Opel or Buick there. 1. History 1937: Shinjin Motor, which launched its business by rebuilding scrapped US military vehicles, was first established as National Motor in South Korea. 1962: Changing its name to Saenara Motor. 1965: Saenara Motor was bought by Shinjin Industrial which changed its name to Shinjin Motor after establishing collaborations with Toyota. 1972: After Toyota's withdrawal, Shinjin Motor changed its name to GM-Korea with General Motors taking over a 50 per cent stake in the company from Toyota. 1976: Renamed again to Saehan Motor. Korea Development Bank (KDB), the company's creditor, took over management as the company found itself unable to cope with competition from Hyundai Motor's popular Pony and Kia Motors' Brisas. 1982: After the Daewoo Group gained control, the name was changed to Daewoo Motor. In the early 1990s the company started to expand heavily throughout the world. Until 1996 all cars were based on models from General Motors. 1998: After the Asian financial crisis started in 1997, it took over the troubled SUV specialist SsangYong in 1998, but ran into financial trouble in 1999. 2001: General Motors bought most of Daewoo Motor's assets to form GM Daewoo. The new company started operations on October 17, 2002.
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GM Korea has design, engineering, research & development facilities that are involved in development for various GM products, above all small-size cars. 2002: The Lacetti - The first car to be produced under the GM Daewoo nameplate. This car was developed under the Daewoo Motor era, but its fate became incredible, becoming GM's world car, sold under many different marques all around the globe. 2005: The Statesman (luxury car), the third generation of Matiz (refreshed by the GM Daewoo design team), the Gentra (evolution of the 4-door Kalos) 2006: The Tosca - GM Daewoo's official press releases says that Tosca is an acronym for "Tomorrow Standard Car". The Winstorm – GM Daewoo’s first proper SUV, which is sold worldwide under different marques and names including Opel,
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This note was uploaded on 08/28/2011 for the course IMBA 101 taught by Professor Trott during the Spring '11 term at National Cheng Kung University.

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IMM_Case2_GM_Korea - Case#2: Global market entry in term of...

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